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Five Rules for Digital Marketing Success in an Anytime, Everywhere World
By Rick Mathieson,
Author of The On-Demand Brand: 10 Rules for Digital Marketing
Success in an Anytime, Everywhere World

Rule #1: Insight Comes Before Inspiration. The most
successful digital initiatives typically don't start with the idea for
a cool new digital experience. Instead, they start with consumer
insights culled from painstaking research into who your customers are,
what they're all about, how they interact with consumer technologies,
and what they want from the brands they know and trust. Case in
point: Dove's "Campaign for Real Beauty."

Rule #2: Don't Repurpose, Reimagine. Creating
multiplatform strategies that connect with audiences where they live
doesn't just mean posting television spots on YouTube in the hopes they
go viral. In a medium where the possibilities are endless, television
is the jumping off point to much more interactive and engaging
experiences. You've got to invent new ways to help your customers make
your brand their own. Case in point: HBO's Voyeur Project.

Rule #3: Don't Just Join the Conversation -- Spark It.
Out of the over 600,000 branded pages that Facebook Page Tracker
monitors, a mere 57,000 have more than 1,000 "fans." Apparently, most
people don't want to be friends with a brand. If you want to be part of
the conversation on social networking sites, be the party that
initiates it -- through compelling experiences that keep customers
talking. Case in point: Johnson & Johnson's BabyCenter.

Rule #4: There's No Business Without Show Business.
Your brand is a story; tell it. Don't just sell product; sell the
problem it solves, the feeling it gives, the status it conveys, or the
value it embodies. But beware of pushing to transform your brand's
website into an "entertainment portal" simply for entertainment's sake.
In the on-demand era, the best branded entertainment experiences are
P-O-S-itive -- that is: personalizable, ownable, and sharable.
Case in point: Degree antiperspirant's webisode series "The
Rookie."

Rule #5: Want Control? Give It Away. "User-generated
content" (UGC) might not be cutting edge (it's been featured on
ABC-TV's America's Funniest Home Videos for nearly twenty
years), but it's a big-time buzz builder. Young consumers, especially
adolescent males, seem more than happy to create their own video ads to
upload on YouTube and email to friends. How do you give away control
while simultaneously getting what you want? Ensure rewards for making
UGC promote your brand, rather than mock or bash it. Case in point:
Doritos'
$1
million
contest for creating a Super Bowl commercial,
which, according to the company, generated $36 million in free
publicity for the brand before and after the big game.

Adapted from THE ON-DEMAND BRAND: 10 Rules for Digital
Marketing Success in an Anytime, Everywhere World by Rick Mathieson
(AMACOM; April 2010; $24.95 Hardcover; 978-0-8144-1572-6).

Author BioRick Mathieson, author of The On-Demand Brand: 10 Rules for
Digital Marketing Success in an Anytime, Everywhere World, is an
award-winning writer and leading voice on marketing in the digital age.
His insights have been featured in ADWEEK, Advertising Age,
Wired, Broadcasting & Cable, and on MSNBC, CBS Radio
and NPR, while his next-generation business models have earned
recognition from USA Today and Dow Jones Interactive. His first
book, Branding Unbound
(AMACOM 2005) was widely praised in the business press. A regularly
featured speaker at industry events, Mathieson also serves as vice
president and creative director for Creative: Advertising &
Interactive Media, one of Silicon Valley's most prominent advertising
agencies. He lives in San Francisco, California.